It turns out being different pays off.
Close, but different, our tourism campaign for Tourisme Abitibi-Témiscamingue, has earned two Gold Certifications at the 19th edition of the GRANDS PRIX DU DESIGN Awards.
The campaign received Gold in Brand Design for Brand Identity and Gold in Communication Design for Website, Apps & UI/UX.
Created to entice Ontario travellers across the provincial border, Close, but different introduces Abitibi-Témiscamingue as a destination that feels surprisingly familiar and wonderfully unexpected. It offers the rugged landscapes and outdoor adventures Northern Ontarians already love, with a distinct culture, character and perspective waiting just next door.
But we didn’t simply create a tourism campaign. We built an entire, questionably scientific world.
At its centre is Dr. David DeValdorien, an eccentric explorer who has dedicated his career to investigating humanity’s most curious cultural contrasts. His latest research brings him to the border between Northern Ontario and Northern Québec, where he discovers that two places can look remarkably similar while being profoundly, undeniably different.
Blending the visual language of a nature documentary with dry, deadpan comedy, the concept gave us a flexible platform for introducing the region’s landscapes, food, culture and experiences. Studio123 developed the campaign strategy, name, brand voice and visual identity before bringing the world to life through five original videos, a dedicated website and a targeted digital advertising campaign.
Each element was designed to work as part of the same strange little universe. Custom illustrations, research-inspired graphics and an offbeat editorial voice carry the concept across the brand and website, while the digital experience helps visitors move naturally from curiosity to trip planning.
The result is tourism marketing with a wink. It presents Abitibi-Témiscamingue as a memorable and accessible alternative to crowded Ontario destinations, reminding travellers that a different kind of adventure, and some seriously good poutine, may be closer than they think.
These two Gold Certifications recognize both sides of the campaign: the brand that captures attention and the digital experience that turns that attention into exploration.
About Tourisme Abitibi-Témiscamingue
Tourisme Abitibi-Témiscamingue promotes the people, places and experiences that make this region of northwestern Québec unique. Known for its expansive landscapes, rich culture, welcoming communities and year-round outdoor experiences, Abitibi-Témiscamingue offers Ontario travellers an unforgettable escape just across the border.
Explore the award-winning project
Visit closebutdifferent.ca
About the GRANDS PRIX DU DESIGN Awards
The GRANDS PRIX DU DESIGN Awards celebrate excellence in design, architecture and the built environment on an international stage. Spanning disciplines from communication and branding to architecture, product and interior design, entries are evaluated by an international jury of more than 120 industry experts.
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